Vit Ting Anh Hc Thut

T chc lp vit bo khoa hc thng mi ng

trn tp ch quc t (7)
(Healthcare Management, Finance)
Kha Thi c
i hc Y Dc TP H Ch Minh Gim c trung tm vit bo khoa hc bng
ting Anh

http://www.chineseowl.idv.tw

Tiu s c nhn
Kha Thi c (Ted Knoy) dy vit ting Anh k
thut trong cc trng i hc i Loan hn hai
mi nm. ng l tc gi ca mi bn cun sch
v vit ting Anh k thut v chuyn nghip. ng
thnh lp mt trung tm vit ting Anh ti trng i
hc Y Yunpei ng thi cng l ging vin ton thi
gian ti trng. ng chnh sa trn 55,000 bi
vit cho vic ng bo nghin cu khoa hc t nm
1989. ng l cng nh bin tp ting anh cho mt s
tp ch v khoa hc, k thut v y hc ca i Loan.

A. Nn tng (Background)

Thit lp cc xut nghin cu (Setting of research proposal): M t

mt xu hng ph bin, pht trin hoc hin tng trong lnh vc ca bn
ngi c c th hiu c bi cnh m bn xut nghin cu ang
c thc hin .

Vn nghin cu (Research problem) : M t cc hn ch chnh hoc

tht bi ca cc nghin cu trc y hoc cc phng php nghin
cu khi gii quyt cc xu hng, pht trin hoc hin tng nu .

c im k thut nh lng ca vn nghin cu (Quantitative

specification of research problem): nh lng hoc a ra mt v d v
vn nghin cu c trch dn trong ti liu tham kho trc .

Tm quan trng ca vn nghin cu (Importance of research

problem) : M t cc hu qu v mt l thuyt v thc t nu khng gii
quyt vn nghin cu.

B. Thc hin (Action)

Mc tiu nghin cu (Research objective) : M t mc tiu ca nghin

cu xut ca bn v bao gm cc c im chnh ring bit ca
nghin cu t c mc tiu nghin cu , iu m khng c
thc hin trong nghin cu trc y ( mt cu )

Phng php t c mc tiu nghin cu (Methodology to

achieve research objective) : M t ba hoc bn bc chnh t
c mc tiu nghin cu ca bn .

Kt qu d kin ( Anticipated results) : M t cc kt qu nh lng

m bn hy vng s t c trong nghin cu ca bn.

ng gp trong lnh vc l thuyt v thc tin (Theoretical and

practical contribution to field) : M t cch thc phng php hoc
kt qu nghin cu xut ca bn s ng gp v mt l thuyt trong
lnh vc nghin cu, quy lut v cng ng gp thit thc trong sn
xut, ngnh cng nghip dch v.

V d 1: Healthcare Management
Thit lp cc xut nghin cu Medical and healthcare
expenditures have accounted for an increasing share of household
consumption in Taiwan in recent years. In line with this trend, the
establishment of local pharmacies has risen.
Vn nghin cu While conventional forecast methods rely on
large quantities of data to predict the number of and demographics
involving new pharmacies in coming years, accumulating such data is
extremely difficult.
c im k thut nh lng ca vn nghin cu According to
Department of Health statistics, local pharmacies in Taiwan increased
from 6,394 to 6,990 units during the period 1999 to 2002.
Tm quan trng ca vn nghin cu The inability to accurately
forecast the number of and demographics involving local pharmacies to
be established makes it nearly impossible for managers to analyze
market competition precisely and develop effective strategies .

V d 1 (cont.)
Mc tiu nghin cu Based on the above, we should develop a feasible
forecasting method to estimate the growth of medical and health care
expenditures as well as pharmaceutical units in Taiwan.
Phng php t c mc tiu nghin cu To do so, medical and
health care expenditure-related data during the period 1999 to 2002 can be
obtained from the Central Region Office of the Budget, Accounting and
Statistics, Executive Yuan. Data on pharmaceutical units can then be
obtained from the 2003 Annual Report of the Department of Health. Based
on data from those sources, GM (1, N) model of the Grey theory can be
used for forecasting purposes.
Kt qu d kin As anticipated, the proposed forecasting method can
precisely estimate medical and health care expenditures as well as the
number of pharmacies from 2003 to 2005.
ng gp trong lnh vc l thuyt v thc tin Results of this study can
provide a valuable reference for both governmental authorities in formulating
policies and pharmaceutical managers in developing competitive marketing
strategies.

V d 2: Healthcare Management
Thit lp cc xut nghin cu Taiwans medical market sector
has become intensively competitive, largely spurred by the
increasing popularity of Internet commerce. Hospitals must thus
effectively exploit the use of the Internet to attract new patients.
Vn nghin cu However, the relatively few approaches that
have addressed marketing practices in the medical sector have not
focused on the Internets impact.
c im k thut nh lng ca vn nghin cu Online
purchases increased by $US 1,900,000,000 from 1997 to 1998,
reflecting the need for the medical sector to focus on the consumer
purchasing power in terms of e-commerce.
Tm quan trng ca vn nghin cu The inability of hospitals
to effectively exploit the use of the Internet not only makes it
impossible to lower overhead costs, but also severely limits an
organizations competitiveness.

V d 2 (cont.)
Mc tiu nghin cu Based on the above, we should develop a novel
prediction model to identify the turnover rate of customers in the medical sector
and determine how to retain them.
Phng php t c mc tiu nghin cu To do so, a database
containing pertinent hospital patient data can be utilized through use of a data
mining method to identify the factors associated with customer turnover rate.
Pertinent literature can be reviewed to confirm the reliability of variables in the
database. Next, questionnaires can be sent to hospital administrators regarding
the level of customer satisfaction, with those results subsequently analyzed.
Kt qu d kin As anticipated, the proposed prediction model can be adopted
to design and implement precautionary measures towards customer turnover
rates in related fields. In addition to identifying the major factors underlying
customer turnover rate, the proposed model can offer feasible strategies to cope
with this dilemma and achieve management goals.
ng gp trong lnh vc l thuyt v thc tin Moreover, the proposed
model can contribute to efforts to maintain customers in the highly competitive
medical market sector as well as provide a valuable reference for healthcare
managers in enhancing customer relations.

V d 3: Healthcare Management
Thit lp cc xut nghin cu Taiwans growing elderly population has
increased the demand for long-term healthcare facilities and services. While
forecasting the medical market trends (both in supply and demand) is a
fundamental aspect of feasibility analysis, both governmental policymakers of social
welfare trends and commercial investors heavily rely on forecasting reports to
remain abreast of regulations governing health finance policies and to develop new
inventory projects.
Vn nghin cu Whereas the modeling method has seldom been adopted to
forecast market trends in long-term care in Taiwan, most studies focus mainly on
various consumer indexes used to forecast the market supply and demand yet
neglect those market and natural factors that are correlated to the long-term
healthcare sector.
c im k thut nh lng ca vn nghin cu For instance, according
to Anikeeff (1999), one particular variable, i.e. the variation of the population over 85
years old, is highly correlated with the long-term healthcare market.
Tm quan trng ca vn nghin cu The inability to estimate those market
and natural factors that are correlated to the long-term healthcare sector makes it
difficult not only interpret various forecasting reports, but also to decide what
policies or inventory projects should be implemented.

V d 3 (cont.)
Mc tiu nghin cu Based on the above, we should develop
two forecasting models to estimate the market demand of the
elderly population in Taiwan with respect to the available
resources in the long-term healthcare sector.
Phng php t c mc tiu nghin cu To do so, a
multi-regression model can be developed to measure and
forecast not only the quantity of early demand, but also the
relationship between the demand and critical factors by
accumulating a significant amount of data and identifying such
factors. The data can then be collected via a questionnaire, with
the factors quantitatively measured based on a method found in
literature review. Next, a GM (1, 1) model based on the Grey
Theory can be developed to accurately forecast the supply of
available long term healthcare resources by using data acquired
from the website of Taiwans Ministry of Interior.

V d 3 (cont.)
Kt qu d kin As anticipated, in addition to identifying
relevant factors that affect the quantity of demand, the
proposed forecasting models can also measure precisely
the quantity of demand and supply of long-term healthcare
resources in Taiwan.
ng gp trong lnh vc l thuyt v thc tin Results
of this study can provide a valuable reference for health care
policy makers, investors in the medical sector,
administrators and academics when devising up relevant
policies and strategies.

V d 4: Finance
Thit lp cc xut nghin cu Both the increasing popularity of credit
card use and growing number of Internet-based promotional activities in
Taiwan has enabled banking institutions to acquire extensive customer
data. In addition to helping banking institutions to execute customer
management and service management efficiently, thoroughly analyzing
such data can optimize marketing management practices. Corporate
survival in the future hinges on the ability to know and treat customers well
through analysis of pertinent data.
Vn nghin cu However, differentiated marketing practices in Taiwan
are insufficient, with conventional methods of ranking customers normally
based on the bank account balance for each accounting period. This basis
alone does not provide a complete customer profile, and seldom
incorporates strategies that analyze the commercial transaction data of
customers. Insufficient information of unique customer characteristics can
obviously not provide specialized services for individuals. Thus, the inability
to interact compatibly with customers will cause companies to lose their
focus on the product development and promotional strategies.

V d 4 (cont.)
c im k thut nh lng ca vn nghin cu For instance,
conventional bank services fail to provide convenient services to customers
efficiently. Namely, although the mail-order division of a company sends its
promotional materials to its customers, only 10% of those customers
subsequently purchased those advertised products. The inability to identify those
10% potential customers are in advance makes it impossible not only to save the
remaining 90% overhead costs of the promotional materials, but also to prevent
the sales division from concentrating on potential customers to enhance work
productivity by providing upgraded products and services.
Tm quan trng ca vn nghin cu Consequently, conventional customer
ranking methods may cause decision makers to select inappropriate market
strategies. Additionally, the lack of a differentiated marketing strategy will lead to
inefficiency and high overhead costs. With an increasingly heterogeneous
population in Taiwan and broadening sense of individualism island wide making it
increasingly difficult to characterize the purchasing habits of consumers, banking
institutions can not implement promotional strategies effectively owing to the
inability not only to provide reliable services, but also to adopt differentiated
marketing practices. Moreover, the inability to identify customer needs rapidly will
lead to a high customer turnover rate and eventual loss of competitiveness.

V d 4 (cont.)
Mc tiu nghin cu Based on the above, we should develop a customer
ranking model by analyzing the dynamic purchasing behavior of customers
and identifying the potential ones who can generate bank revenues. Those
behavioral results can be used to devise diverse promotional strategies or
customize products or services according to consumer needs, thus achieving
market differentiation and effective management of customer relations.
Phng php t c mc tiu nghin cu To do so, based on
numerous customer data available, a data mining method, i.e., CRISP-DM,
can be adopted, which combines the conventional means of data exploration
with two mathematical calculations (decision tree and category nerve) to
determine how various purchasing activities are related and how many
factors can rank the value of a customers relationship. Among these factors
include the types of products purchased, their quantity, their net interest of
margin and their cost of acquisition and servicing. Factors associated with
customer relations and customer life cycle can then be combined to construct
an enhanced management model. Next, factors of the ranking module for
the proposed model can be verified and adjusted to ensure that a company
continuously provides quality services.

V d 4 (cont.)
Kt qu d kin As anticipated, while the customers
value in the customer relationship management can be
determined, the proposed model significantly enhances the
ability to attract new customers.
ng gp trong lnh vc l thuyt v thc tin
Furthermore, the proposed model can be used in other
business sectors to enhance the ability to identify, acquire
and remain loyal and profitable customers.

Ti liu tham kho

Knoy, T (2002) Writing Effective Work
Proposals. Taipei: Yang Chih Publishing

Further details can be found at

http://www.chineseowl.idv.tw